B2B marketing
MarTech is your source for B2B marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
The B2B buyer journey is evolving rapidly as it becomes more digitized, less predictable and more complex. The challenge for B2B marketers is to support what is now a self-guided journey involving numerous personas on accounts and increasingly expanding buying teams. Strategies that were once traditionally B2C are now being adopted by B2B marketers.
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5 things to consider before starting your ABM journey
Your ABM launch shouldn’t be trial and error. These five steps will set up sales alignment and measurable wins from day one.
A short guide to the long game of brand building
Brand building is a multi-year investment in visibility, trust and reputation. And it's more about hustle than ad dollars.
Marketing artificial intelligence (AI)
The latest AI-powered martech news and releases
"AI ROTS YOUR BRAIN!" isn't today's version of "Kids these days!" There's real science backing it up. Can ChatGPT write a warning label about this?
A 3-step copywriting formula that makes buyers take action
Conversions drop when your B2B copy ignores what buyers actually care about. Here’s how to lead with benefits, use cases and proof.
Marketing artificial intelligence (AI)
Reclaiming relevance in an AI-overloaded, buyer-led market
AI saturation is crowding the market. Learn how to cut through the noise, earn trust and connect with today’s buyers.
Why the AI era could be the revenge of the English major
As AI takes over routine work, the valuable marketing skills may no longer be technical. Curiosity, adaptability and leadership will be career essentials.
Why AI-powered relevance is replacing personalization in B2B marketing
Stop chasing names and start targeting buyers ready to buy. AI-powered relevance tools let teams focus content, align with sales and close deals faster.
3 GTM principles to help emerging products gain traction
Early adopters embrace potential. Mainstream buyers demand clarity. The right GTM approach moves products into the mass market.
The hidden power of persona-driven UAT in martech success
Persona-based UAT tests real user journeys, not just individual channels — helping martech teams deliver seamless, customer-first experiences.
How and why awareness, confidence and trust drive GTM outcomes
Most GTM teams chase activity. The best drive causality. ACT — awareness, confidence, trust — fuels revenue, velocity and AI-era visibility.
Marketing on LinkedIn: What you need to know
Your guide to LinkedIn's tools, strategies and best practices. Updated with information on new analytics and company attribution features.
How a website redesign drove 120+ leads and 1,400% more traffic for a B2B manufacturer
See how strategic content, branding and lead tracking upgrades turned a stagnant website into a growth engine for a contract manufacturer.
Marketing artificial intelligence (AI)
Prompt engineering is dead. Long live context engineering!
Prompt engineering isn't a strategy. To unlock real impact from AI, go-to-market teams must stop scaling improvisation and start engineering context.
Ad fraud is hitting B2B where it hurts: Lead gen
Ad fraud is undermining B2B lead gen through bots, fake data and shady list practices. Here’s how to spot the red flags and protect your funnel.
LinkedIn’s algorithm isn’t broken — you don’t understand it
To stay visible, marketers need to stop blaming the platform and start creating content that earns attention, starts conversations and delivers real value.
Stop celebrating short-term wins that lead to long-term churn
Too many companies close short-term deals that fall apart later. Dan Sperring says they must fix misaligned ICPs and incentivize long-term value to succeed.
Marketing artificial intelligence (AI)
AI’s big bang effect means marketing must evolve or die
AI is reshaping the core of marketing. Staying competitive now means reengineering strategy, structure and leadership—fast.
4 CTV challenges for B2B and how to overcome them
Few B2B brands use CTV — which is exactly why you should. See how smart targeting and creative can build brand and drive pipeline.
Adapting your GTM to win the AI-driven buyer
Buyers don’t browse anymore. They consult AI. Discover how your GTM playbook must evolve to stay visible, relevant and ahead.
How tiered strategies and smart tech are reshaping influencer marketing success
Successful influencer marketing programs are powered by authentic creators, performance-based incentives and technology that tracks results.
AI tools are rewriting the B2B buying process in real time
AI-driven buyers aren’t browsing your gated content — they’re already making decisions. Chris Penn discusses how this shift is leaving sales teams in the dark.
Your go-to-market vendor decisions are now a personal legal risk
Delaware courts expanded fiduciary duty to all officers — making marketing vendor decisions a matter of legal compliance.
How omni-conscious brands win in a buyer-first, fragmented world
When buyers shape the journey, brands must earn every interaction. Here’s how the smartest teams design for trust, not just reach.
Optimization and personalization
What marketers can learn from manufacturing’s shift to precision CX
AI is analyzing decades of manufacturers' customer data to create customer experiences precisely tailored to their different needs.
B2B marketing on X: What you need to know
The advertisers are back, thanks to Elon Musk's relationship with President Trump. But the audience never left -- and that includes B2B buyers.
Your GTM spend isn’t just an expense — it’s an asset
Causal AI brings audit-grade clarity to GTM, enabling a shift from cost-center thinking to asset-based strategy in marketing and sales.
The most underrated B2B channel? Your newsletter
Turn your B2B newsletter into a high-impact, audience-first lead nurture engine that builds trust and keeps your brand top of mind.
B2B buyers want less sales contact
But when B2B buyers do want to engage sales, it's often at critical moments in the process.
Diversity and inclusion in marketing
Brands’ retreat from Pride costs them credibility
Consumers across the political spectrum lose faith in brands that flip-flop on political issues.
Google Ads rolls out AI Max search match type
Google Ads’ new AI Max match type gives visibility into automated search performance for clearer comparisons and more informed campaign decisions.
Why marketing must reclaim GTM design in the age of AI
N.Rich CEO Markus Ståhlberg unpacks the AI-powered GTM shift — and why marketing must lead system design to ensure long-term impact.
FTC says Omnicom deal is OK, as long as there’s no brand safety involved
The world's largest ad agency is forbidden from using 'political or ideological' viewpoints to determine where an ad should run.
Are brand awareness and demand generation rivals, or the ultimate power couple?
Brand or demand? Why not both? Learn how integrated strategies can boost trust, drive action and maximize your marketing ROI.
B2B SEO strategy: How to drive qualified organic leads
Learn how to build a high-impact B2B SEO strategy that attracts decision-makers, boosts organic visibility, and drives pipeline growth at every stage.
7 vanity metrics marketers should avoid, and 7 to replace them
Forget the low-hanging fruit and reach for the numbers that tell you what's really working.
Structured data at scale for B2B and enterprise SEO
Learn how to implement, automate, and manage structured data across thousands of enterprise pages to boost SEO performance, visibility, and rich results.
Study shows AI agents struggle with CRM and confidentiality
The study, led by a Salesforce researcher, found agents had a 58% success rate on simple tasks and a 35% success rate on multi-step ones.
B2B marketing on TikTok: What you need to know
TikTok is an essential tool for B2B marketers to connect with customers. Updated with details on TikTok's expanded Out of Phone program.
Clay and Gong integration may be the missing link in ABM
Most ABM campaigns are built on data your competitors have, too. This integration unlocks the one source they can’t access — your sales calls.
How strong brands build stronger B2B pipelines
In a noisy B2B landscape, brand building is the only way to create a lasting pipeline and differentiate in an AI-first world.